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A number of countries around the world have sought to combat childhood obesity by making it illegal to market food and drinks to kids, which has led some of the biggest manufacturers in the U.S. to voluntarily change their strategy. Kraft Heinz’s Capri Sun is instead targeting parents with a “Your Kids Will Never Know” campaign from Goodby Silverstein & Partners.
The effort centers on a 30-second spot directed by The Giraffe Sisters via Residence. The video introduces Juicio, the sexy, Fabio-esque protagonist of a new romance novel from Samantha Craven, the fictional author of alluring books like Beach of Desire and Beauty on the Beach.